Ipsos Poll: Hong Kong Population Deeply Unsatisfied By Pay TV Olympics Coverage

Hong Kong – A new survey by Ipsos Hong Kong on public perceptions about the Olympics TV coverage reveals that 2/3 of the Hong Kong population believe it is ‘unacceptable’ for only one pay TV station to be granted the Olympics live broadcasting rights.

One in every four people (26%) go as far as saying that this is ‘totally unacceptable’ – a strong opinion for Hong Kong respondents.

Younger age groups, who grow up in the open information era, are especially unhappy: Seven out of ten 25-34 year olds think this is ‘unacceptable’ (70%).

The survey also compared the type of platforms used to follow the 2008 and 2012 Olympics. A quarter of young adults (aged 15-24) say they will follow Olympics 2012 through their smartphone (26%), a sharp rise from 2008 (6%). This number is considerably high as nearly half of the 15-24 population owns a smartphone (49.7%).

With the 2012 Olympics being held in the UK, the Internet is also a popular choice: Overall, almost 30% of the Hong Kong population state that they will watch the Olympics online (28%). This number rises to almost half of 15-24 year olds (46%) and a third (36%) of people aged 25-34. In comparison, only a quarter of the population watched the Beijing Olympics online in 2008, at similar levels across all aged groups.

Chart 1 – Acceptance level for only one pay TV station has Olympics live broadcasting right


Chart 2 – Channels used to follow Olympics news in 2008 and 2012

ENDS

For more information on this news release, please contact:

Nicolas Bijuk
Senior Marketing Manager
Direct: 852 2839-0675
Mobile: 852-9871 6927
Email: nicolas.bijuk@ipsos.com

Technical note

Ipsos Hong Kong interviewed a representative sample of 1,006 people aged 15 to 64, between 8-21 June 2012.  Fieldwork was conducted via computer assisted telephone interviews (CATI).

Download the Press Release – English version
Download the Press Release – Chinese version
Download the summary tables